The market campaign strategy of Greenpeace in decreasing rainforest deforestation in Indonesia: a case study of the usage of palm oil in Nestlé’s products

Abstract

This research aims to portray the influence of Greenpeace’s movement in decreasing the rate of deforestation in Indonesia, using the study case of Greenpeace’s campaigns towards Nestlé. It focuses on a Greenpeace’s market campaign strategy towards Nestlé since March 2010 and on identifying its impacts. The type of research employed is descriptive analytic research, with data collecting techniques comprised of interviews and library researches. The result concludes that the Greenpeace’s market campaign strategy is identified as part of the New Social Movement. As an Environmental NGO, Greenpeace’s movement has a positive impact on the process of reducing deforestation in Indonesia. This can be seen on the transformation of Nestlé’s policy in protecting rainforests. Furthermore, Nestlé also stops buying palm oil products from any palm oil companies linked to deforestation. The impacts have been depicted by the declining number of deforestations in Indonesia within a few periods of time. This success has been also strengthened by the establishment of the Forest Moratorium, signed by President Susilo Bambang Yudhoyono and continued by President Joko Widodo, with the support and advocacy of Greenpeace.